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All Journal Diponegoro Journal of Management
Farida Indriani
Fakultas Ekonomika dan Bisnis, Universitas Diponegoro
Decision Sciences, Operations Research & Management

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Pengaruh Rekomendasi Content Creator Terhadap Keputusan Pembelian Melalui Interaksi Parasosial Dan Kepercayaan Kreator Muhammad Satrya Daffa Abhinaya; Farida Indriani
Diponegoro Journal of Management Volume 15, Nomor 2, Tahun 2026
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

This study aims to examine the effect of content creator recommendations on purchase decisions by considering the mediating roles of parasocial interaction and creator trust. The results indicate that content creator recommendations have a significant positive effect on parasocial interaction, which in turn significantly influences creator trust, and ultimately affects purchase decisions. However, both content creator recommendations and parasocial interaction do not have a direct significant effect on purchase decisions. These findings suggest that the influence of recommendations on purchase decisions occurs indirectly through mediation mechanisms, both partially through parasocial interaction and sequentially through parasocial interaction and creator trust. Therefore, creator trust emerges as a key determinant in driving consumer purchase decisions in the context of social media-based digital marketing.
Pengaruh Persepsi Keaslian Influencer Terhadap Promosi Dari Mulut Ke Mulut Konsumen: Peran Mediasi Kredibilitas Influencer Jafar Muhammad Muslih; Farida Indriani
Diponegoro Journal of Management Volume 15, Nomor 1, Tahun 2026
Publisher : Faculty of Economics and Business Diponegoro University

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Abstract

The rapid development of social media has transformed how consumers receive information and make purchasing decisions. Influencers, as influential figures on social media platforms, play a significant role in shaping consumer perceptions and behaviors. This study aims to analyze the effect of influencer authenticity; comprising originality, naturalness, and consistency on consumer Word of Mouth (WOM), with influencer credibility including attractiveness, trustworthiness, and expertise as the mediating variable. This research employs a quantitative method using Structural Equation Modeling (SEM). The sample consists of 200 respondents, specifically students of Diponegoro University who use Instagram and follow at least one influencer. Data were collected using a 7-point Likert scale questionnaire. The analysis was conducted using SPSS 22, AMOS 26, and LISREL 8.7. The findings indicate that Originality positively influences attractiveness but negatively affects trustworthiness. Naturalness positively influences attractiveness but has no significant effect on trustworthiness. Consistency positively influences trustworthiness and expertise. All three dimensions of credibility—attractiveness, trustworthiness, and expertise—positively influence PWOM. Influencer credibility mediates the relationship between influencer authenticity and PWOM. This study contributes to the theoretical understanding of influencer marketing and provides practical implications for companies and influencers in optimizing their social media marketing strategies.
Co-Authors Jafar Muhammad Muslih Muhammad Satrya Daffa Abhinaya